Medicare open enrollment happens for 10 weeks each fall. Community Health Plan of Washington offered Medicare Advantage plans in new counties, including a zero-premium plan in King County, but faced a lot of competition—the average beneficiary had access to 18 plans.
To help drive enrollments, GA Creative developed a fresh campaign to run across the state, and recommended an easy-to-remember URL to use as a campaign landing page. The strategy behind the messaging was to encourage people to either upgrade from Original Medicare (about two-thirds of the market) or to switch from another Advantage plan (about one-third of the market).
Targeting seniors with a low household income, the creative was meant to authentically reflect members and highlight the additional benefits members get with a Community HealthFirst Medicare Advantage plan, from a managed care plan provider that puts members first. The campaign included video, radio, billboards and social media, in both English and Spanish.
GA also created an “explainer” video for the landing page to educate prospective members about their options.